This document discusses the concept of micro-marketing, which involves identifying specific passions and interests of niche consumer groups or "micro-segments" in order to improve marketing impact. It provides examples of how companies like Nike and Kraft have used micro-marketing strategies focused on online communities to build brands and drive sales. The document advocates exploring new data sources to find untapped opportunities and activating strategies around consumer passions in niche areas.

1. How
SOCIAL SEGMENTS
can improve your
MARKETING IMPACT.
Socialmedia.org
October 2014

2. MICRO-MARKETING
A new approach to growth

3. 2 Examples
3 Tips
Major shift

4. How can a plate of cheese and broccoli be
the key to a shift in customer behavior?

5. DAIRY PRODUCTS SENTIMENT BY CONSUMER MINDSET
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
A mother A cook A woman with
a condition
A healthy
woman
A fit woman A woman on a
diet
Net Sentiment
Cheese
Milk
Yogurt
People feel differently about cheese in
different contexts – MICRO SEGMENTATION

6. MODERN MARKETING
…for the first time…you can
actually get to markets that
you never could before.
Mark Addicks, CMO, General Mills

7. MICRO SEGMENTATION
+ MODERN MARKETING
= MICRO-MARKETING

8. MICRO-MARKETING
In simple English…
Identify passion
And talk to it

9. MODEL B ADVOCACY & SALES RELATIONSHIP
Model D Units Sold
Model D Share of Advocacy
DONE WELL SALES WILL GO UP
Units Sold
Share of Advocacy

10. Nike’s traditional ad budget was reduced by
40% between ‘09-’12
©MOTIVEQUEST 11/12/2014 10
http://fortune.com/2012/02/13/nikes-new-marketing-mojo/

11. “Nike is going where its
customer is…online
communities...to interact
even more closely with its
consumers.”
Mark Parker, CEO, Forbes
©MOTIVEQUEST 11/12/2014 11

12. Community engagement Software relationships Product buzz
©MOTIVEQUEST 11/12/2014 12

13. It’s working for them, as Traditional spend has gone down revenue has gone up.
http://fortune.com/2012/02/13/nikes-new-marketing-mojo/
©MOTIVEQUEST 11/12/2014 13

14. Kraft used this insight build a $200m new
beverage brand in three years?
http://www.chicagonow.com/marketing-strategist/2013/02/krafts-breakthrough-innovation-with-mio-marketing-to-millennials/

15. But how can you do it?

16. NOT

17. Our interests and passions are contextual not
demographic
©MOTIVEQUEST 11/12/2014 17

18. ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK
©MOTIVEQUEST 11/12/2014 18

19. ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK
©MOTIVEQUEST 11/12/2014 19

20. GENERAL
HEALTH
2.9 million
conversations
OBESITY
700,000
conversations
CANCER
900,000
conversations
CROHN’S &
COLITIS
200,000
conversations
MULTIPLE
SCLEROSIS
175,000
conversations
DIABETES
450,000
conversations
FIBROMYALGIA
100,000
conversations
HEPATITIS
100,000
conversations
RA &
ARTHRITIS
50,000
conversations
GI &
CELIAC
120,000
conversations
CARDIAC
35,000
conversations
CYSTIC
FIBROSIS
25,000
conversations
ASTHMA &
ALLERGIES
35,000
conversations
LUPUS
20,000
conversations
PSORIASIS
12,000
conversations
HEALTH &
MEDICAL
6 million
conversations

21. LASSO PASSION
A BRAND IN A PICKLE
©MOTIVEQUEST 11/12/2014 21

22. NICHES Cooks, food-lovers, and dieters dominate pickle interest, but fitness buffs are
a strong presence too.
PICKLE PASSION – COMMUNITIES THAT GENERATE PICKLE-TALK: 11/2009-10/2010
SHARE OF PICKLE-TALK
31.5%
13.0%
10.5% 10.4%
7.8%
5.3% 4.8% 4.2% 3.6% 3.6%
2.7% 2.7%
40%
30%
20%
10%
0%
Source: Pickle Conversations – 11/2009-10/2010
©MOTIVEQUEST 11/12/2014 22

23. STORIES People talk about the many ways they have found to use pickles
©MOTIVEQUEST 11/12/2014 23

24. PICKLE PASSION Much broader than expected
PICKLE JUICE THEMES: 11/2009-10/2010
53.9%
22.4% 21.4%
Pickle juice is fun to talk about because it
is a veritable Swiss Army Knife, full of
hidden and surprising uses.
10.7%
9.2% 9.1%
60%
50%
40%
30%
20%
10%
0%
Recipes (food) Recipes (drink) Drinking it
straight
Fitness & health Pregnancy
cravings
Frugality (re-usability)
SHARE OF PICKLE JUICE DISCUSSION
Source: Pickle Conversations – 11/2009-10/2010
©MOTIVEQUEST 11/12/2014 24

25. SOCIAL FUEL A catalyst for idea sharing
©MOTIVEQUEST 11/12/2014 25

26. FACEBOOK New ideas
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27. YOU TUBE Educational medium
©MOTIVEQUEST 11/12/2014 27

28. RESULTS
Grew Facebook audience x25 in 4
months
Attracted 1M viewers in the first
month of their YouTube campaign
Generated twice the payback
using social media vs traditional
advertising.
Claussen’s market share grew 0.4
share points while competitors
declined 0.8.
©MOTIVEQUEST 11/12/2014 28

29. “Stop demanding the web conform to your
desire for mass—and instead realize that
mattering a lot to a few people is worth far
more than mattering just a little to everyone.”
SETH GODIN
©MOTIVEQUEST 11/12/2014 29

30. G©RMOTEIVEQEUESKT 11/1 2/G2014 ROWTH 30

31. ©MOTIVEQUEST 11/12/2014 31

32. YOGURT STORIES One of the interesting findings is how specific the stories are
that yogurt consumers are sharing in the online space.
Source: All Yogurt Conversation 3/1/2012 – 2/28/2013
©MOTIVEQUEST 11/12/2014 32

33. SOURCES The context changes the action drivers.
DIETING PARENTING
WeightWatchers.com – 1
CalorieCount.com – 4
MarksDailyApple.com – 7
3FatChicks.com – 14
LowCarbFriends.com – 20
TheBump.com – 3
Baby-Gaga.com – 6
WhatToExpect.com – 8
BabyAndBump.com – 9
Mothering.com – 19
FITNESS/TRAINING COOKING
BodyBuilding.com – 4
RunnersWorld.com – 12
HealingWell.com – 17
WholeFoodsMarket.com – 11
ChowHound.com – 14
Note: The number to the right of
the site is the contributing rank of
yogurt conversation.
©MOTIVEQUEST 11/12/2014 33

34. YOGURT STORY TELLERS Given yogurt topics, sources of conversation and a lack
of overlapping conversation, we can identify different profiles of yogurt storytellers.
DIETERS PARENTS
“Your best bet, low cal wise, is
going to be low fat or fat free
plain greek yogurt. The only
sugar in it will be the natural sugar
found in dairy. You can dress it up
with a bit of fruit if you need some
sweet.”
Source: http://caloriecount.about.com
26.9%
% of yogurt posters
17.0%
% of yogurt posters
ATHLETES FOODIES
“as long as he is eating yogurt or cheese
..milk is not needed…i just upped his
yogurt and he loves that stuff so
he is still getting the stuff he needs
to grow.”
Source: http://www.cafemom.com
“Two of my favorite snacks
for work, working out, or
any time are Fage yogurt
and raw almonds. They are
high in protein so they make a
great recovery food after a work
out, and they are very
satisfying!”
Source: http://blog.wholefoodsmarket.com
“butternut squash and apple soup with
pressure cooker recipe here. This is
outstanding, gently-spiced and well
balanced. The choice of Greek
yogurt is perfect, because it is
creamier than most commercial
yorgurts. I did incorporate a 1/2 tsp
of cornflour and 1/4 tsp cornstarch to
the yogurt before adding it to the puree
and broth to prevent the yogurt from
separating.”
Source: http://cookeatshare.com
11.0%
10.2%
% of yogurt posters
% of yogurt posters
©MOTIVEQUEST 11/12/2014 34

35. YOGURT SEGMENTS People are motivated by different aspects of Greek yogurt in
different circumstances.
DIET FOOD EXERCISE PARENT
FEEL ACCOMPLISHED
FEEL TRANSFORMED
FEEL SENSUAL
FEEL PURE
FEEL CONNECTED
FEEL NURTURING
94
95
140
89
103
96
124
94
71
91
96
77
82
83
75
113
93
210
Note: Indexes are based on expected correlation. Baseline average is 100. If the
number is >100, the concept is more highly correlated than statistically expected.
133
109
87
109
94
90
©MOTIVEQUEST 11/12/2014 35
Source: Yogurt Conversations, 3/1/2012-2/29/2012

36. 3 Tips to discover growth
1. Explore new data sources to find untapped
growth opportunities.
2. Activate your strategy against what consumers
are passionate about.
3. Optimize as you go to give your strategy room to
expand.
©MOTIVEQUEST 11/12/2014 36

37. EXAMPLE INSURANCE MICROMARKETING
Can help you spot and action new opportunities for growth?
SOURCES
1st time car RVers Motorcycle Retiree Classic College Home Renters
ACTIVATION
©MOTIVEQUEST 11/12/2014 37

38. Think
Tribal.
©MOTIVEQUEST 11/12/2014 38

39. David Rabjohns
CEO
MotiveQuest
@MotiveQuest
drabjohns@motivequest.com
www.motivequest.com
©MOTIVEQUEST 11/12/2014 39